New KPI Metrics in Digital Marketing

2,170 views
1,757 views

Published on

Published in: Business, News & Politics

New KPI Metrics in Digital Marketing

  1. 1. Michael Ivanchenko, Actis Wunderman Moscow, 2013 New KPI Metrics in Digital Marketing Problems, Solutions and Implementation
  2. 2. Speaker • 1981, was born in Moscow • 2003, graduate of “Information security”, RSUH • 1999-2006, had been working for dozens of digital project, managed several digital departments • 2007-2008, Head of digital practice «4Experience» PR-Technologies (MasterCard, Sony Ericsson, Unilever, P&G) • 2009-2010, Freelancer, digital marketing (Sochi 2014, Unilever, Sony Ericsson, Nivea, МТС) • 2011-2013, Head of Strategy, Actis Wunderman (Nokia, Microsoft, Colgate, Novartis, Ford, BP и др.)Михаил Иванченко
  3. 3. Current Metrics Old-school digital metrics • Impressions • Clicks & Visits • Average time, page depth • Participants & engagement • New CRM records *Here and on the following slides we do not consider brand communication in direct marketing (e-commerce)
  4. 4. What do they actually mean? Impressions Clicks & Visits Average time, page depth Participants & engagement New CRM records Possible contact between the audience and the ad (display) Possible perception of the communication and interest to the message • Content efficiency? • Poor usability? • Average rates? Number of active users New records in CRM database
  5. 5. What is our problem? Banner Blindness Possibility is not a reality The more the better? Or not? AVERAGE 300 participants, bi ngo! E-mail and phone number – welcome to the 90s Impressions Clicks & Visits Average time, page depth Participants & engagement New CRM records Possible contact between the audience and the ad (display) Possible perception of the communication and interest to the message • Content efficiency? • Poor usability? • Average rates? Number of active users New records in CRM database
  6. 6. And what is the most important… How do these metrics affect marketing goals? Impressions Clicks & Visits Average time, page depth Participants & engagement New CRM records Possible contact between the audience and the ad (display) Possible perception of the communication and interest to the message • Content efficiency? • Poor usability? • Average rates? Number of active users New records in CRM database
  7. 7. What drives through the funnel?
  8. 8. What drives through the funnel? Awareness Consideration Preference Purchase Loyalty 1. Quality of the contact with a brand communication 2. Social influence 3. Aftersales contact with the brand
  9. 9. Let’s measure that: key 3 metrics 1. Quality of the contact with a brand communication 2. Social influence 3. Aftersales contact with the brand = Metrics Measuring Quality Brand experience Qualified contact with the branded content • t > 60/30/15sec Site/video/pre-roll • Interaction rate (rich- media) • App installations = Brand social reach № of contacts between TA and branded content in social media • Shares X 100 • Community reach per period (VK) • Post reach per period (FB) = Social recruitment № of new consumer contacts in social CRM • CRM records • New social subscribers
  10. 10. No average, qualified contact only • Instead of the average rate: – Average time spent - 2,4 min – Average page views - 3,4 pages • Qualification: – The percentage of unique visitors who take a desired action upon visiting a website (visits to brand experience - 45%) i.e. 45% of the audience were qualified by time or end action
  11. 11. How to set goals of the campaign? 1. Quality of the contact with a brand communication 2. Social influence 3. Aftersales contact with the brand = #Number $Cost per #Brand experience $CPBe How much does 1 qualified contact cost? = #Brand social reach $CPSr How much does 1 social contact cost? = #Social recruitment $CPSr How much does 1 CRM record cost? 4. Other end actions (purchasea, downloa ds, installations) = #Key business action (KBA) $CPKBA How much does 1 end action cost? x x x x
  12. 12. KPI digital Funnel Brand experience Brand social reach Key business actions Social recruitment
  13. 13. Directly connected to marketing objectives Awareness Consideration Preference Purchase Loyalty Brand experience Brand social reach Key business actions Social recruitment
  14. 14. Implementation • Used* by Nokia, Novartis, Colgate, Ford, BP, Hochland etc. since 2012 • More than 30 campaigns *Depends on global KPI frameworks
  15. 15. What have we learnt? • Media buying optimization with $CPBe • Creative and LP optimization with Brand experience conversion • A/B Testing • Influencing target audience with social media • Target audience retention with Social and CRM
  16. 16. What is the result? • Increased effectiveness of digital communications (media and production budget optimization) • Correlation between digital campaigns and marketing • Simple goal setting tool for CMO and CEO
  17. 17. Thank you for your attention

×